Mulberry backs revamp of web site with major digital activity

About 100,000 emails will be distributed to customers on the Mulberry database, while a pan-European direct marketing campaign will encourage consumers to visit the revamped service.

According to international product manager Trevor Madigan, Mulberry is considering boosting its presence online through third-party tie-ups.

"It's something we've shied away from, but as we have an improved site we are looking more in that direction," he said. Offline, the company has linked with brands including Harpers & Queen, GQ and Range Rover.

"Being involved with strong English brands has given us a good crossover," he added.

Mulberry's revamped site (www.mulberry.com) is part of a strategy to boost the role of the web in its business. Interactive agency SAS developed the site, having won the project after a four-way pitch. SAS clients have included estate agents Foxtons and cosmetics brand Bourjois.

"This first phase is front end-based, allowing Mulberry to control the way the site works," said Nick Austin, a partner at SAS.

It is hoped the site will drive web sales, making Mulberry products available in areas without a store or concession. The focus will be on gifts, with a gift-finder service included.

This article was first published on revolutionmagazine.com